Brand-building continues to be of key importance to marketers as people demand greater accountability and consistency throughout a brand’s ethos and their visible products, employees, partnerships and marketing.

Companies who understand the importance of guarding holistic brand alignment will be inclined to form brand (and/or creative) councils to ensure brand stewardship across their organizations.

The most valuable role of a brand council is not in creating or evaluating a potential brand strategy, but in championing and monitoring the ongoing implementation of that strategy.


  • Who should sit on a brand council?
  • What value should a brand council deliver?
  • Roles and areas of attention
  • Watch outs for brand councils